Ep. 90: Douyin/TikTok and Influencer Marketing in Asia with Fabian Bern, Partner at UPLAB

In today's episode we are talking about a very popular topic over the last few years in Digital Marketing which is Influence. Which in Asia is the one of the most cost-effective customer acquisition channels. And to talk about it, we invited a fellow China-preneur, Fabian Bern who will explain his way of reimagining Storytelling in Asia through Influencer Marketing.

About Fabian Bern:

• From Netherlands like Jons - 25 years old - studied - passionate by marketing, technology, and mental health.
• Fabian travelled the world, lived in different countries, spoke at events and worked with people from different cultures.
• For over 5 years he has helped brands and people with growth marketing and business development. From starting a media-company and giving people access to affordable sports clothing, to help people make their dreams come through while working for venture capital.
• Today, he spend most of his time on UPLAB, a creative & influencer agency where they help brands tell their story to the new generation.
• On the side, he manages Lively, a place where people can understand more about their feelings and help them find the right professional help.

About UPLAB:

• They focus on Douyin and influencer marketing.
• Just rebranded to do just that, but not only for China, but for Southeast Asia
• They are organising 'China Influencer Summit'
• And launching 'Influencer Network'

Episode content:

• Fabian Bern introduces himself and UPLAB's activities in Asia and China.
• We define Influencer Marketing and why according to Fabian and his expertise this marketing segment is so popular in Asia - and for the new generation UPLAB targets
• Fabian talk about the Younger Generations
• Talk about Douyin (TikTok) and explain the massive success of this platform first in Asia and now all around the world
• Fabian is a Douyin user, is he influencer himself? We explain how people become influencer with a 10-15 secondes video content sharing
• Talk about China Influencer Summit UPLAB is organising this year - the goal and the expectations
• Explaining the process when brands want to engage and build relationship and create content with influencers
• How much does an Influencer Marketing operation costs? Minimum budget for brands
• Talk about the Influencer Network created by UPLAB - needs and process
• Differences compare to PARKLY (other agency).
• Best cases sharing - Brilliant Influence/Douyin campaign in Fabian’s opinion and tips to create a successful campaign
• Ways people can reach Fabian and his business

Episode Mentions:

• UPLAB
• UPLAB China Influencer Summit Event
• UPLAB Influencer Network
• Douyin playbook - to understand the platform
• Parklu - other Influencer Marketing agency
• HaiDiLao - Famous HotPot place in China who did Douyin campaign
• Find Fabian on LinkedIN
• Email Fabian on Fabian @ uplab.asia
• Join China Business Cast WeChat group
• Find Jons on LinkedIN

Download and Subscribe

• Download this episode: right click and choose "save as"
• Subscribe to China Business Cast on iTunes
• Or check out the full list on subscription options
• Add Jons ('jslemmer') on WeChat to join China Business Cast WeChat group

Thanks to the production team that made this episode happen: Grace, Laurine and Boban.